The Observation Method

Multiple Choice

The observation method

A) Cannot measure all consumer characteristics precisely but can give very good estimates for awareness, intentions, motivations, and past behavior.
B) Is limited in that only behaviors can be observed.
C) Is considered to be more objective than the communication method.
D) Is a faster means of data collection than the communication method because a detailed questionnaire does not have to be prepared, and observers can quickly record many observations.
E) Requires development of sophisticated procedures to be effective.